FOR IMMEDIATE RELEASE Contact: ACF Office of Communications

Wednesday, Aug. 16, 2017 (202) 401-9215

media@acf.hhs.gov

Ad campaign focuses on importance of dads

Reinforcing the critical role fathers play in the lives of their children is the focus of a new series
of public service announcements (PSAs) released today by HHS Administration for Children and
Families.

The campaign, funded by the federal government and distributed through the Ad Council,
coincides with national Tell a Joke Day on August 16. The PSAs utilize the theme of sharing dad
jokes as a means for fathers and their children to share intimate and meaningful time together
thereby strengthening the bonds between them and creating consequential memories for a
lifetime. The ads also direct fathers to fatherhood.gov where they will find helpful tips, tools,
information and jokes to help them get more involved with and connected to their kids.

An estimated 24 million children in the U.S. do not live with their biological fathers. A recent Ad
Council study on fatherhood found most fathers surveyed said the issue of parenting was
important to them personally and most have sought information about how to spend more
quality time with their children.

Although this campaign uses a lighthearted approach to responsible fatherhood, its emphasis
is one of real importance to fathers and families everywhere, said HHS Acting Assistant
Secretary for Children and Families Steven Wagner. Fathers play a crucial and vital role in the
lives of their children and of their families as a whole.

This campaign is a direct outreach to fathers, recognizing the importance of dads actively
engaging their children, said Office of Family Assistance Director Clarence Carter. By reaching
out proactively to fathers, these messages give real and lasting emphasis to our fatherhood
initiatives and will ultimately help in strengthening families across the country.
Lisa Sherman, president and CEO of the Ad Council, adds, We hope this work shows dads that
making an impact on their children can be as simple as making them laugh.

The Ad Council is distributing the new PSAs to media outlets nationwide this week, and they
will also be made available through PSACentral.org.

HHS Administration for Children and Families funds 39 organizations across the United States
to provide responsible fatherhood activities. New Pathways for Fathers and Families
Demonstration Grants are used to:

strengthen positive father-child engagement;

improve employment and economic mobility opportunities; and
improve healthy relationships (including couple and co-parenting) and marriage.
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For more information on the responsible fatherhood program or to access additional resources,
visit www.fatherhood.gov.